Wine Enthusiast Demonstrates How To Successfully Transition To A Hybrid Amazon Selling Model

Mike Zetlow

Mike Zetlow, Channel Key
February 28, 2023

Wine Enthusiast is a manufacturer of high-end wine fridges & accessories and has been an industry leader for over 40 years. Wine Enthusiast has been engaged with Amazon for over 3 years across both Seller and Vendor Central while selling over 2,000 wine and bar related products.


  • Transition Wine Enthusiast from a Vendor Central to Hybrid Amazon Selling Model
  • Segmentation of catalog between Vendor and Seller Central based on fees and cost
  • Identifying proper categorization for over 2k SKUs
  • Managing advertising spend across Vendor and Seller Central Accounts
  • Wide and diverse catalog of products in multiple categories


  • Identified the ideal segmentation of their existing assortment based off profitability and pricing issues
  • Entered popular products into the Channel Key Jumpstart program to improve listing copy, images, categorization and advertising strategies
  • Created comprehensive strategies for Sponsored Product Ads and Sponsored Brand Campaigns in both Seller and Vendor Central
  • Crafted both A+ Content and Enhanced Branded Content for high trafficked listings to improve conversion
  • Successfully renegotiated better terms with the Amazon Vendor Central Team
  • Reorganized the catalog to focus on selling premium wine fridges and wine accessories


  • Optimized their Seller Central business and experienced 1,000% growth in the first 12 months
  • Achieved a blended RoAS of 18.5% between both Seller and Vendor Central
  • Successfully leveraged a mix of FBA and FBM to improve margins
  • Grew Buy Box Win Rate from 1.27% to 26.05%
  • Increased the Average Unit Retail Price by 70%
  • Grew conversion rates by 96% YoY

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